By Laura Roberts, Head of Content Marketing at OMG
Waseem Afzal, GM of Transact, delivered the keynote on day one, opening the Ad Tech forum to debate topics around data management platforms, attribution and new targeting technologies.
The first panel of the day focused on the changing role of agencies and how they can be best utilized in propelling eCommerce forward in the region. One of the key points to emerge was how we must break down the structural silos in agencies and realign each team’s KPIs, focusing less on specific numbers and more on how to deliver the best seamless experience for consumers.
